Credits: Ruth Duston, OBE, OC

Over the last 20 years, BIDs have transformed the way our cities function, and at the forefront of that change has been Primera. Created by Ruth Duston, over the last two decades Primera has grown to be a company with more than 70 employees working across multiple central London boroughs, representing more than 110,000 businesses and nearly 890,000 employees across London. 

Primera transform places, working in partnership with local communities, not only to drive lasting change, but to showcase all that neighbourhoods have to offer, attracting more visitors and investment, and creating a virtuous cycle of sustainable growth. By creating innovative public-private partnerships, they act as advocates for their communities, representing local businesses with a strong voice, working collaboratively with local authorities and private sector partners. 

They are a team of people and place experts, with tried and tested skills that can galvanise communities and deliver change.